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may 8 - 10, 2017 | jw marriott | austin, tx

Strategic Marketing

Communication & Engagement

Analytics, Data & Measurement

Interactive & Digital Strategies

Physician Relations & Sales

Physician Strategies

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Dear Colleague:This is a time of unprecedented challenges for those of us in healthcare. Uncertainty regarding how “repeal and replace” will play out and the continued transition to “value” adds to ongoing competitive pressures. Are you ready?

What better time than now to take a good look at how you can best position your organization – and yourself – for success? How can you improve marketing strategy, messaging, and positioning? How can you build relationships to drive growth and build loyalty? How can you improve communications with physicians, consumers, and employees and ensure a better overall experience? How can you mesh the use of data, analytics, and metrics with the need to improve lives? And, how can you achieve your fullest potential to be THE best and happiest YOU?

The 22nd Healthcare Marketing & Physician Strategies Summit explores all of these issues and more. Case study sessions featuring leading healthcare organizations, thought-provoking keynote speakers, and hands-on workshops make this an exceptional educational experience.

On behalf of the Forum for Healthcare Strategists, we extend a very special invitation to you to attend this Summit. Join your colleagues to solve today’s most important healthcare marketing and physician relationship challenges, and start planning to best position your organization for the future!

Summit Co-Chairs

Andrew J. SnyderSVP, Marketing & Communications

Orlando Health

Suzanne HenderyChief Marketing Officer

& VP

Renown Health

Carol Koenecke-GrantVP, Strategic Services

Valley Health System

The Summit continues a 22-year tradition of identifying important healthcare marketing and physician relationship challenges and tackling them head-on. It is a one-of-a-kind opportunity for executives from marketing, strategy, and physician relations to come together to share “best practices” and network with colleagues.

Who Should AttendThe Summit is designed for the following executives from hospitals, health systems, academic medical centers, integrated networks, and medical groups:

• Chief Marketing Officers

• Chief Strategy Officers/Senior Strategists

• Marketing Communication Executives

• Business Development/Planning Executives

• Web/Social Media Strategists

• Physician Relations & Sales Executives

• Physician Referral/Outreach Directors

• Public Relations Directors

• Advertising Executives

• CRM Directors

• Consultants

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Re-Imagine...Innovate...Transform

Summit Keynotes

Stealing Fire: Unlocking Your Full Potential to Achieve Peak Performance Sponsored by Healthgrades

Steven Kotler, New York Times Bestselling Author; International Pioneer in Peak Performance and Innovation

Monday, May 8 | 4:00–5:15p

Steven Kotler kicks off the Summit with an inspiring look at flow, stealing fire, and human potential. Whether it’s an optimistic view of how bold thinking and extraordinary technological changes can change our lives, or how the science of “flow” can alter a person’s way of interacting with the world to outperform others, Steven is a master storyteller who decodes our brave new world.

Fascinate: How to Make Your Brand Impossible to Resist Sally Hogshead, New York Times Bestselling Author; Creator of the Fascination Advantage® Assessment

Tuesday, May 9 | 8:00–9:15a

Based on her decade of research with over a million participants, Sally Hogshead will open your eyes to how others see you at your best. Bonus: Summit attendees will receive a personal Fascination report, as well as an email Mini-Course to maximize their Fascination advantage. An internationally acclaimed speaker, Sally is a former advertising executive who is widely considered a “marketing icon.”

Political Update: The Outlook for HealthcarePaul H. Keckley, PhD, Managing Editor of The Keckley Report; Healthcare Research and Policy Expert

Tuesday, May 9 | 12:45–1:45p

Do you want to know what’s really happening in Washington, DC? No one is better qualified to assess what’s going on and how it will impact hospitals, physicians, and consumers than Paul Keckley. One of the nation’s leading experts on health policy and industry trends, Paul will give us an inside look at the latest developments and what lies ahead.

Algorhythm: The Pulse, Creativity, and the Future of Brands Mitch Joel, Media Hacker; Author; President of Mirum

Wednesday, May 10 | 8:00–9:15a

When Google wants someone to explain the latest developments in marketing to the top brands in the world, they bring in Mitch Joel. Described as a “Rock Star of Digital Marketing” and “one of North America’s leading digital visionaries,” Mitch shares why the future of marketing lies in rethinking data, building loyalty, and aligning with the customer’s brand journey.

Summit Schedule At-A-Glance

Monday, May 8

8:00a–5:00p Registration

9:00a–12:00p Pre-Summit Strategy Sessions

1:00–3:45p Concurrent Sessions

4:00–5:15p General Session

5:15–7:15p Opening Reception in the Exhibit Hall

Tuesday, May 9

7:00–5:00p Registration

7:30–8:00a Continental Breakfast

8:00–9:15a General Session

9:15–10:00a Break in the Exhibit Hall

10:00–11:00a Concurrent Sessions

11:00–11:15a Break

11:15a–12:15p Concurrent Sessions

12:15–1:45p Lunch & Political Update

2:00–3:00p Concurrent Sessions

3:00–4:00p Break in the Exhibit Hall

4:00–5:15p Concurrent Sessions

5:15–7:00p Reception in the Exhibit Hall

Wednesday, May 10

7:30a–2:30p Registration

7:30–8:00a Continental Breakfast

8:00–9:15a General Session

9:15–9:30a Break

9:30–10:45a Concurrent Sessions

10:45–11:00a Break

11:00a–12:15p Concurrent Sessions

12:30–2:30p Special Workshop Sessions

2:30p Conference Adjourns

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PRE-SUMMIT STRATEGY SESSION II

The Next Step in Content Marketing: Governance and WorkflowsIf you are struggling with “too much content,” “not enough content,” or “the wrong content,” this workshop is for you! Learn how to master the fundamentals of producing great content, including how to align teams, formulate iterative plans for governance and workflow, and sell your organization on the consistency and coherency guidelines and standards will bring to content. Take home a recipe for:• Assessing current workflow and governance

standards• Choosing the right tools for your organization• Building tools that work• Gaining executive and team buy-inAhava LeibtagPresidentAha Media Group

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STRATEGIC MARKETINGSponsored by Tea Leaves Health

To Centralize or Not to CentralizeIt’s an ongoing question…and one that has taken on even more importance given increased merger activity: should marketing and branding be controlled at the system or local level? Examine different approaches, challenges, and lessons learned.Nick RagoneSVP, Chief Marketing & Communications OfficerAscension (St. Louis, MO)

Sarah SandersAssociate Chief Marketing OfficerPenn Medicine (Philadelphia, PA)

Jean Hitchcock (Facilitator)President, Hitchcock Marketing & Communication

Balancing CRM and Brand Building EffortsWith limited resources, healthcare marketers must juggle how much of their budgets to devote to customer relationship marketing vs. brand building. Learn how the two can (and should) work together. Examine what’s working, what’s not, and why. Preston GeeVice President, Strategic MarketingCHRISTUS Health (Irving, TX)

Diane HammonVice President of Strategic Development Moffitt Cancer Center (Tampa, FL)

John MarzanoVice President, Marketing & Public AffairsLehigh Valley Health Network (Allentown, PA)

Joel English (Facilitator)Managing Partner, BVK

COMMUNICATION & ENGAGEMENTSponsored by Accenture

Re-Engineering Internal Communications for the Digital World Geisinger Health System strategically revamped its internal communications approach to respond to digital preferences and engage “on-the-go” physicians, nurses, and other staff. Examine Geisinger’s user-friendly Intranet portal, employee text-messaging program, internal collaboration tools, and Digital Town Halls with system leaders. Hear how data and analytics drive decisions. Andrea Badrigian Vice President of Internal Communications Geisinger Health System (Danville, PA)

Benjamin Texter Co-Founder Digital Health Strategies

Best Practices in Crisis Communications: Let’s Talk!From data breaches to disease outbreaks to local tragedies…is your organization prepared to manage a crisis? Hear lessons and tips from communicators who have successfully guided their organizations through a crisis. Learn how to optimize the use of traditional channels and social media.Glenn Bieler, Chief Communications OfficerUW Medicine (Seattle, WA)

Terri McNorton, VP, Corporate CommunicationsBon Secours Health System (Marriottsville, MD)

Andrew J. Snyder, SVP, Marketing & CommunicationsOrlando Health (Orlando, FL)

Marilyn Wilker (Facilitator)President, MintChip Communications

ANALYTICS, DATA & MEASUREMENTSponsored by Evariant

Call Centers: Unifying the “Front Door”Busy health system call centers often aren’t able to sufficiently prioritize marketing calls to action as they contend with so many patient management demands. Examine a strategic approach that makes the “front door” a priority, unifies the brand, and enables effective tracking and scheduling of patients in alignment with operations. Hear results. Jill AustinChief Marketing OfficerVanderbilt University Medical Center (Nashville, TN)

Erinne Kovi DyerSVP, Chief Marketing OfficerEnvera Health

Driving Innovation through Healthcare CRMHealthcare CRM (HCRM) can facilitate patient engagement, improve acquisition and conversion, serve as the vehicle for population analysis, and drive ROI. But, can it do more? Learn how HCRM can work with other enterprise systems to transform patient experience, facilitate the transition to value-based care, promote brand consistency, improve clinical engagement, and ultimately improve outcomes. Matt CasseltonVice President, Marketing & Consumer

EngagementTrinity Health (Livonia, MI)

Brian O’ConnorVice President, Enterprise TechnologyEvariant

1:00p Summit Commences

Separate conference registration fees apply

to the Pre-Summit Strategy Sessions. Please

check the Registration Form for details.

PRE-SUMMIT STRATEGY SESSION I

Winning on Customer ExperienceCustomer experience is now a C-suite priority for healthcare organizations, driven by competition, transparency, and consumer power. Yet many struggle to define, design, and deliver valued experiences that drive brand differentiation and loyalty. Examine the role of marketing in experience management, including how to listen to customers and apply insights to experience design.Suzanne HenderyChief Marketing Officer & VPRenown Health (Reno, NV)

Chris HoltChief Experience OfficerHoly Redeemer Health System (Philadelphia, PA)

Selima KhanVP, Marketing CommunicationsMemorial Healthcare System (Hollywood, FL)

Karen CorriganCEOCorrigan Consulting

5:15 – 7:15p OPENING RECEPTION IN THE EXHIBIT HALL

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5p Stealing Fire: Unlocking Your Full Potential to Achieve Peak Performance

Generating “flow” and getting “into the zone” have become the goal of the world’s most elite organizations. Why are business moguls attending Burning Man? Why has meditation become a billion-dollar industry? Why are technology gurus experimenting with new states of consciousness to unlock creativity? All are ways to shift one’s state of mind and unlock greater potential. Steven Kotler reveals how altered states sharpen decision-making capabilities, unleash creativity, fuel cooperation, and let us tap into levels of inspiration and innovation unavailable at all other times.

Steven Kotler, Bestselling Author; Award-Winning Journalist; Co-Founder/Director of Research, Flow Genome Project

Sponsored byHealthgrades

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INTERACTIVE & DIGITAL STRATEGIES Sponsored by Corrigan Consulting

Beyond Campaigns: Strategic Use of CRMWhen done right, segmentation provides a strategic foundation for aligning marketing tactics with KPIs. Learn how to use your CRM system to build segments and personas to better reach consumers. Examine a data-driven approach to segmenting into differentiated groups based on value. Hear how to apply the approach and measure success along the way. Elizabeth JointMarketing ManagerOchsner Health System (New Orleans, LA)

Dave GriffithVice President, Analytics & InsightsHealthgrades

Working with Online CommunitiesOnline communities have become increasingly popular as a way for patients, caregivers, and healthcare professionals to share knowledge and find support. How can healthcare marketers support these peer-to-peer networks? Learn where the opportunities are for providing guidance, building relationships, and contributing knowledge. Cindy Price GavinFounding Executive DirectorLet’s Win! Sharing Science Solutions for

Pancreatic Cancer

Colin HungVice President, MarketingStericycle Communication Solutions

Dan DunlopPresidentJennings

PHYSICIAN RELATIONS & SALES Sponsored by Marketware

Employed Physician Strategy: Leakage, Keepage, and MarketingWith more systems owning physician practices, liaisons can play a key role in referral management as well as in helping employed physicians grow their practices. Examine successful approaches.Alex EllsworthDirector, Growth & Physician Relationship

ManagementUHS Delaware (Allentown, PA)

Robin KruegerDirector, Physician RelationsNorthern Nevada Medical Center (Reno, NV)

Developing a Results-Driven Onboarding ProcessConfusing onboarding with orientation is a common, and costly, error. But, the right approach can overcome policy and communication barriers that needlessly delay integration of physicians into their practices. Examine effective models, including how to use data to connect new providers to receptive audiences and measure progress and performance at key points in the practice development cycle.Mitzi G. Kent, RN, BSNVP, Strategic Resource Group & National Physician

Relations & Industry Program (PRI program)LifePoint Health (Brentwood, TN)

Carrie Bennett Vice President of Client StrategyMarketware

5:15 – 7:15p OPENING RECEPTION IN THE EXHIBIT HALL

PRE-SUMMIT STRATEGY SESSION III

Proving Marketing ROI: What to Track and How to Track It Marketers are on the hot seat to prove value to their organizations every day. Good news: access to metrics is plentiful. But…what’s most meaningful to track? How do you hardwire tracking into your traditional and digital campaigns and make the connection to revenue? And how do you persuasively communicate results to stakeholders? Examine case studies, best practices, and different perspectives. Wendy HokeVice President, Marketing & CommunicationsSt. Vincent Charity Medical Center (Cleveland, OH)

Lisa McCluskeyVice President, Marketing Communications CHI Memorial Health (Chattanooga, TN)

Stephen MoeglingPartnerFranklin Street

PRE-SUMMIT STRATEGY SESSION IV

Rethinking Physician Relations: Preparing for the FutureClinical integration, population health strategies, bundled payments, network alignment…all are included in one way or another in every organization’s strategic plan. As those plans continue to advance, how can physician relations leaders support the new strategic direction? Hear what it takes to remain relevant and deliver results. Examine changes in the field role, how data is used, and new measures of success. Learn what works and what doesn’t.Lori CorbellDirector, Provider Relations/Sales CHRISTUS Health (Shreveport, LA)

Marcy TraxlerVP, Business Development & Service Line StrategyAMITA Health System (Elk Grove Village, IL)

Susan BoydellPartnerBarlow/McCarthy

The Forum for Healthcare Strategists

was established by a distinguished

group of senior healthcare strategists

seeking an opportunity to collectively

examine current and future strategies

for the delivery of healthcare.

The Forum provides networks of

communication and support, as

well as opportunities for professional

development, with the ultimate

purpose of inspiring new, more

effective models of care.

Join the Forum!Forum for Healthcare Strategists

members benefit from:

• Exclusive networking opportunities available only through the Members Only Section of the Forum Website

• Discounts on conferences, Webinars, and other professional development opportunities

• Healthcare Strategy Alert!, the Forum’s acclaimed newsletter focusing on today’s important strategic issues

For more information, visit

www.healthcarestrategy.com

Summit Sponsor

Continue the Conversation

23rd Healthcare Marketing & Physician

Strategies Summit

April 30 –May 2, 2018 The Grand America Hotel

Salt Lake City, UT

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12:15 – 1:45p LUNCHEON – Political Update: The Outlook for Healthcare Paul H. Keckley, PhD

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Take a deep dive into the move to “repeal and replace.” Examine the goals and challenges that will drive actions, including how to maintain guaranteed issue, avoid disrupting Trump’s voter base, and manage potential disconnects between the White House and Congress. Hear what’s likely to happen with the individual mandate, cost sharing, and Medicaid.Martin Hickey, MD CEONew Mexico Health Connections (Albuquerque, NM)

David SmithChief Development OfficerLeavitt Partners

Understanding Extended Value ContributionSuccessful understanding and measurement of the extended value contribution of a patient can enhance marketing’s role in the organization. Learn how other industries calculate extended value, which considers not only the customer’s own future interactions with the organization, but the likelihood and value of others they’ll refer as well. Hear how to apply models to healthcare. Nicole BaxterVP, Marketing Strategy & Brand DevelopmentHCA (Nashville, TN)

Bridget Coogan, Head of Industry, Health SystemsGoogle

Content Marketing for Patient EngagementIn 2015, Vanderbilt University Medical Center reimagined its approach to community health and digital content with the launch of MySouthernHealth.com. Hear how this dynamic digital hub for storytelling, patient education, and service journalism is transforming community outreach and driving measurable patient engagement, with more than 60,000 visits per month.Cynthia Floyd ManleyDirector of Content Strategy Vanderbilt University Medical Center (Nashville, TN)

Tina Kelly, Chief Marketing Officer Casual Astronaut

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STRATEGIC MARKETINGSponsored by Tea Leaves Health

COMMUNICATION & ENGAGEMENTSponsored by Accenture

ANALYTICS, DATA & MEASUREMENT Sponsored by Evariant

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5p Urgency in Urgent and Retail Care Capture

Opportunities for health systems in urgent and retail care have never been greater, but the market is also more competitive. Hear what’s driving growth. Learn how one health system integrated urgent and retail care and moved quickly to market at the strategy and operational levels. Take home a checklist for moving forward with urgent/retail care integration in your market.James Blazar, Chief Strategy Officer and

Michael Geiger, Corporate Director, Convenient Care

Hackensack Meridian Health (Hackensack, NJ)

Linda MacCracken, Senior Principal, Accenture

Impacting Patient Experience with Online Feedback With online patient ratings, reviews, and survey responses surging into the millions, healthcare marketers are playing an emerging role in impacting the patient experience. Learn how to pro-actively monitor and respond to online feedback, prove value to the C-Suite, identify trends to help drive experience improvements, and increase physician engagement. Mary Reid, RN, BSN, CNOR, Senior Physician

Development Consultant Medical Group of the Carolinas (Spartanburg, SC)

Andrew Rainey, Executive Vice President, StrategyBinary Fountain

Competing in the New Consumer LandscapeIn today’s era of empowered consumerism, health systems are strategically reorganizing their marketing and communications functions to compete “smarter.” Hear how they have adopted best-in-class consumer marketing techniques and shifted the focus from incidents to loyalty, service lines to segmentation analysis, and patient knowledge to customer intelligence.David Duvall, SVP, Marketing & CommunicationsNovant Health (Charlotte, NC)

Paul Szablowski, SVP, Brand ExperienceTexas Health Resources (Arlington, TX)

Leveraging Digital to Transform Experience Health systems face new challenges as they leverage digital tools and technologies to address marketing, communications, patient access, population health, fundraising, and clinical integration. Learn how to apply digital marketing expertise to develop a 360 degree view of patients.Marce Edwards, Director, Media & Digital

CommunicationsMultiCare Health System (Tacoma, WA)

Vanessa Hughes, Digital Marketing ManagerEssentia Health (Fargo, ND)

Chris Boyer (Facilitator)Digital Strategist, @chrisboyerLLC

Closing Care Gaps with CRM and Marketing AutomationBy mapping the patient journey, organizations can identify drop-off points and solutions for plugging leaks. Learn how to track behavior from consumer research to the clinical conversion stage, map and articulate where and why patients drop off, and devise communications to re-engage. Jeff HouseAVP, MarketingWake Forest Baptist Hospital (Winston-Salem, NC)

Gary Druckenmiller Vice President, Marketing Practice Lead Evariant

A Data-Driven Approach to Service Line GrowthBy focusing on key service lines, physician relations executives can take their programs to the next level. Learn how to build a tactical plan around service lines that is grounded in data and designed to deliver growth. Hear which data can help identify outmigration. Take home tools and tactics for applying data to efforts in the field. Mitzi G. Kent, RN, BSNVP, Strategic Resource Group & National Physician

Relations & Industry Program (PRI program)LifePoint Health (Brentwood, TN)

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5p Health Systems as Health Insurers

Hospitals and health systems are starting or expanding their own insurance plans. But growing and marketing a health plan is very different from marketing a hospital. Examine the issues, including what it takes to acquire and retain plan members vs. patients and how integrated systems are doing both. Rose GlennSVP Communications & Chief Experience Officer Henry Ford Health System (Detroit, MI)

Paul SzablowskiSVP, Brand ExperienceTexas Health Resources (Arlington, TX)

Peter BrumlevePresident, Brumleve and Associates

Embracing Marketing Automation Healthcare marketers are realizing the value of marketing automation for ongoing customer engagement. Learn how to engage patients and consumers in meaningful dialogue across channels, manage communications between campaigns, target key markets with personalized messaging and content, and automate repetitive tasks and processes. Hear results.Jim Bobalik, Senior Performance Measurement

Analyst and

Ara Telbelian, Director of Marketing & Brand Management

Henry Ford Health System (Detroit, MI)

Simon Yohe, Director of DigitalOrlando Health (Orlando, FL)

Enhancing Your Media Spend Media spending consumes the largest percentage of almost every health system’s marketing budget, with digital as the fastest growing segment. But how do you know what works, or how to spend dollars more effectively? Learn how to ask the right questions, assess results, and better understand consumer behavior online and off. Michael Andrews, Exec. Director, Hospitals, WebMD

Boz Boschen, Director of Digital Media, ndp

Leni Kirkman, SVP, Strategic CommunicationsUniversity Hospital System (San Antonio, TX)

Brad Seitter, EVP, Business Development, TVB

Daniel Fell (Facilitator) President & CEO, ndp

Fascinate: How to Make Your Brand Impossible to ResistWhy are we captivated by some people but not others? Why do we recall some brands yet forget the rest? In a distracted world, how do certain leaders, friends, and family members convince us to change our behavior? Sally Hogshead explains the seven Advantages behind “Fascination” and why it is the most powerful way to influence decision making. A Fascination Advantage® Assessment will be provided to all, and results from the group will be used to shape this targeted talk.

Sally Hogshead, New York Times Bestselling Author; Hall of Fame Speaker; Creator of the Fascination Advantage® Assessment

TUESDAY, MAY 9, 2017

5:15 – 7:00p RECEPTION IN THE EXHIBIT HALL

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TUESDAY, MAY 9, 2017

5:15 – 7:00p RECEPTION IN THE EXHIBIT HALL

12:15 – 1:45p LUNCHEON – Political Update: The Outlook for Healthcare Paul H. Keckley, PhD

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A strong digital team is essential to meet consumer expectations of ease and convenience in healthcare. But there is nothing easy or convenient about building a successful team. Learn how to balance in-house capabilities and outsourcing, attract the right talent, and create a collaborative environment for teams to thrive. Kelly Faley, VP, Web Strategies & Customer

Contact CentersSharp HealthCare (San Diego, CA)

Sean Slattery, Digital StrategistNorton Healthcare (Louisville, KY)

Scott Linabarger (Facilitator) VP, Strategic Accounts, Medicom Health

Leveraging the Power of Physician Outreach and Technology University Hospitals grew its physician outreach program by 100% in one year through strategic and data-driven goals. Hear how this growth, coupled with establishment of physician alignment medical directors and a physician-facing mobile application, have resulted in improved patient “keepage,” increased provider engagement, and a strong physician outreach platform.Cynthia Zelis, MD, MBA, VP, Clinical Integration University Hospitals Cleveland (Shaker Heights, OH)

Eric Molitor, CEO and Co-Founder Axixe

Physician Communication: Inform Strategy through Research Whether the market is local, regional, national, or even international, engaging physicians is an ongoing challenge — and even more so in the digital age. Learn how Johns Hopkins Medicine used customized research to develop marketing strategies to reach physicians where they are, when they want it, and on platforms they can easily access and use. Sharon Applestein, Director, Institutional &

Service Line Marketing and Therese Lockemy, Director, Internet Marketing &

Social Engagement Johns Hopkins Medicine (Baltimore, MD)

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INTERACTIVE & DIGITAL STRATEGIES Sponsored by Corrigan Consulting

PHYSICIAN RELATIONS & SALESSponsored by Marketware

PHYSICIAN STRATEGIES

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5p Think Like an Online Retailer

As patients take a more active role in their own health and also expect greater control, choice, and transparency from providers, successful hospitals are embracing this change. Learn how Carilion Clinic applied best practices from e-commerce to a new website focused on elective procedures. Hear how this “elective mindset” is improving digital patient experience and appointment volumes across the organization.Mike Dame, VP, Marketing & CommunicationsCarilion Clinic (Roanoke, VA)

Bryce Cannon, Vice President, Client ServicesModea

Making the Move to MobileHospitals and health systems are increasingly employing mobile tools and technologies to reach key target audiences. But what does it take to implement an effective mobile strategy? Hear how to gain organizational and clinical buy-in, identify the resources necessary to complete critical projects, organize staff to build and support mobile initiatives, and measure and report results.Brian GreshExecutive Director of Multi-Channel Content

MarketingCleveland Clinic (Cleveland, OH)

Sales Strategies: What’s Real in the FieldWith all of the changes happening in healthcare, what does it take for liaisons to stay strong in the field? Hear techniques and innovations for success, including new ways to manage gatekeeper strategies, balance internal requests, and effectively track and report on your organization’s priorities.Michael CurryManager of Provider RelationsCentura Health (Denver, CO)

Kriss BarlowPrincipalBarlow/McCarthy

Understanding Referring Physician Decision-MakingReferrals are a key source of market growth for hospitals and physicians. But what motivates a physician to select one referral pathway over another? Learn how to conduct Decision Factors research to understand what matters most to referring physicians. Hear how to use the results to better allocate outreach and marketing resources.Tracy Dodd, Director, Physician/Patient Referral

ServicesSt. Jude Children’s Research Hospital (Memphis, TN)

John McKeever, Executive Vice PresidentGelb, An Endeavor Management Company

Creating Physician JoyPhysician burnout has reached crisis level – and has serious implications for quality, safety, and patient experience, now and in the future. Yet, striving to reduce burnout is a very low bar to set. Examine solutions to create workplace joy, improve physician well-being, and change the paradigm. Hear implications for marketing and physician relations.James L. Lonquist, MD, FACS, Cardiothoracic

Surgeon, Physician CoachBaptist Healthcare, HealthStream Engagement

Institute

Katie Owens, Vice President & Practice LeaderHealthStream Engagement Institute

When CRM and PRM Join ForcesPowerful results can be achieved when consumer data from a CRM and physician data from a PRM are combined. Learn how to identify high-risk patients and connect them with the right specialists and primary care providers. Hear how to use the data to create action plans, strengthen referral relationships, and design effective communications.Marisa LavineAVP, Public Relations & MarketingAdventist HealthCare (Gaithersburg, MD)

Lori BrennerVice PresidentTea Leaves Health

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5p Transparency: The Website Triple Aim

Transparency is a key component of US health system improvement. Learn how systems are using their websites to promote transparency in quality, cost, and patient experience in a manner that is useful and user-friendly for consumers.Matt Gove, Chief Consumer OfficerPiedmont Healthcare (Atlanta, GA)

Vicki Whichard, CCXP, VP of Customer ExperienceGeisinger Health System (Danville, PA)

Lisa Williams, Assoc. Director, Digital EngagementOregon Health & Science University (Portland, OR)

Paul Griffiths (Facilitator)CEO & Founding Partner Medtouch

The Role of Dashboards and Scorecards in Telling Your StoryPhysician relations leaders often have to look to data to show how their efforts impact the bottom line. Examine dashboards and scorecards for showcasing your provider relationship efforts, including metrics to use and techniques for sharing meaningful data. Evaluate key messages leadership wants to hear.Marlana Beck Director, Provider RelationsMayo Clinic (Jacksonville, FL)

Brian P. BorchardtDirector of Physician RelationsBaylor Scott & White Health (Temple, TX)

Physician Directories: Online Transparency, Geomapping, and SEOThe online physician directory is one of the most important priorities for hospitals and health systems to get right. Learn how to build a best-in-class directory that gives consumers what they want. Hear how accurate internal and location data, as well as patient ratings and comments, improve SEO. Whitney Benedict, Director of Physician

Relations & Referral Management Spectrum Health (Grand Rapids, MI)

Mark Samber, Director of Digital Strategy & Web Marketing

MUSC (Charleston, SC)

Ed Bennett (Facilitator)Principal, Ed Bennett Consulting

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STRATEGIC MARKETINGSponsored by Tea Leaves Health

COMMUNICATION & ENGAGEMENT Sponsored by Accenture

ANALYTICS, DATA & MEASUREMENT Sponsored by Evariant

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5p Why Patients Switch—What Your Brand

Needs to KnowBehavioral insights can uncover why patients either come to, or leave, your healthcare organization. Examine the results of three interrelated studies on what actually causes consumers to make a change. Hear how the information is shaping Essentia Health’s brand development, as well as the day-to-day strategies.Kristi SchmidtVP, Chief Marketing & Communications OfficerEssentia Health (Duluth, MN)

Mike SeyferPresident & CEOHTK Marketing Communications

Wellness Messaging: Three Generations ReactHow do different generations perceive health and wellness messages? Do they want their doctors to be health mentors or to simply diagnose and treat? Hear original research on these questions and more. Learn how to apply the results to improve your image.Lindsey Dossey, Executive Director, Marketing,

Community Outreach & Physician RelationsCullman Regional Medical Center (Cullman, AL)

Vincent DeRobertis, SVP, Commercial Strategy & Innovation

Research Now

Bill Swanston, Executive Creative Director & Principal

Frederick Swanston Advertising

Defining the Invisible Brand For 22 years, HealthTexas Provider Network (HTPN), the employed medical group for Baylor Scott & White Health, delivered outstanding multi-specialty patient care. The only problem was, no one knew who they were. Through a holistic strategic marketing exercise, HTPN was able to emerge from anonymity with a strong brand promise and clear messaging. Learn how. Pam Zippi Vice President of Marketing HealthTexas Provider Network (Dallas, TX)

Gayle Goodman Executive Advisor ExperiPro

Psychographic Segmentation = More Efficient and Effective Marketing Different patterns of values and priorities influence how consumers shop for, select, use, and evaluate healthcare services and providers. Learn how Emory Healthcare is using psychographic segmentation to uncover the psychological and behavioral patterns that contribute to an individual’s health and dependence on healthcare. Hear how the research guides marketing for Oncology and Cardiovascular services.Amy ComeauCorporate Director, Marketing Strategy & SupportEmory Healthcare (Decatur, GA)

Population Health Management Via Predictive Modeling Using big data and predictive modeling, Tidelands Health is driving patients who are at risk for, or already living with, diabetes into a low-cost medical fitness program. Learn how marketers and clinicians worked hand in hand to launch the initiative. Hear how early intervention is improving health status for patients and positively impacting the bottom line. Nick McClary Clinical Manager

and Amy Stevens Vice President, Marketing & Communications Tidelands Health (Murrells Inlet, SC)

Using Big Data to Focus Marketing StrategyEvery marketer is tasked with doing more with less. Rather than forging ahead trying to meet as many initiatives as possible, it’s important to look at how market share, demographics, psychographics, and payer mix can better inform marketing objectives. Learn a proven process for analyzing and mapping data to understand trends and targets, inform creative, and tailor media plans.Joe CalderoneSVP, Communications & DevelopmentSouth Nassau Communities Hospital (Oceanside, NY)

Bill WaxPresident & CEOWax Custom Communications

Algorhythm: The Pulse, Creativity, and the Future of BrandsToday, disruption is everywhere. Digital transformation is imperative. And everything is measurable, actionable, and able to be optimized in near real time. Mitch Joel shows how these new (and dramatic) realities demand a rethinking of marketing and what the future may look like. Learn how to pivot from an analytics-driven world to one where intimacy is built through content and initiatives that align with the customer’s lifelong brand journey. Hear how creativity and data can work together to build loyalty.

Mitch Joel, President, Mirum; Media Hacker; Author

Special Workshop SessionsAdvance sign-up for workshop sessions is required, although there is no extra charge. Please see Registration Form.

Integrating Business, Brand and Marketing Strategies to Drive GrowthBlessing Health System recently repositioned its brand to sustain growth. Learn how Blessing used a new brand platform to address operational and business needs and transition toward a digital marketing focus. Hear about the multi-dimensional approach and process, and how the talents of multiple vendors were merged to ensure an optimal outcome. Walk away with a framework for developing, deploying, growing, and protecting the brand as a strategy and critical asset. Chaka JordanVice President, Marketing & Strategic PlanningBlessing Health System (Quincy, IL)

Kathy DivisCo-Founder & PresidentGreystone.Net

Rob KleinFounder & CEOKlein & Partners

Success with Social Media and ContentWondering how social media can have a real impact on your marketing strategy? Learn from organizations that are having success. Hear how:• Henry Ford Health System connects with

women of varying ages and life stages via relevant and appealing content on Facebook, Instagram, and Snapchat

• Hartford HealthCare harnessed the power of content, storytelling, and creative distribution to engage the community

Learn what works, what doesn’t, and how to measure results.Rebecca Stewart, Director, Content MarketingHartford HealthCare (Newington, CT)

Emily Stieber, Social Media Strategist and

Karen Wismer, Senior Marketing ManagerHenry Ford Health System (Detroit, MI)

Elizabeth Scott (Facilitator) SVP, Marketing & OperationsDBS Interactive

Physician Retention Strategies: Making Physicians Want to Stay In today’s competitive physician marketplace, healthcare organizations must do all they can to ensure that physicians, once recruited, want to stay. Learn the real-life reasons why physicians leave positions and what they expect from an employer. Take home guidelines and practices for:• Developing a strategic retention plan that

addresses those expectations• Incorporating a retention strategy into your

recruiting process • Negotiating win-win agreements that

incentivize retentionCraig FowlerSVP of Training, Recruiting & Public Relations Pinnacle Health Group

Jeff Freygang, FACHEStrategic AdvisorNRC Health

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PHYSICIAN RELATIONS & SALESSponsored by Marketware

PHYSICIAN STRATEGIES

Marketing and Physician Relations: Working Better TogetherTogether, marketing and physician relations departments can be stronger forces for increasing revenue, physician satisfaction, and engagement. Learn how teams at one organization joined together to launch two new service lines (ophthalmology and sports medicine/sports therapy), market new physicians, and increase volume and revenue. Celia Ferrel, MHA, APRDirector, Marketing & Public Relations and

Cassondra TaberManager, Physician RelationsChildren’s Hospital & Medical Center (Omaha, NE)

Coaching Providers to Improve Patient Experience ScoresEvergreenHealth is implementing direct Observation and Personal Communication Plans to coach providers to patient experience success. Learn about the Art of Caring program and curricula, the observation/consultation process, and the development of Observation and Personal Communication Plans. Hear how the program improves scores and provider performance. Kay TaylorVP, Marketing, Communications & Patient Experience EvergreenHealth (Kirkland, WA)

Brian WhitmanPresidentCorrigan Consulting

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INTERACTIVE & DIGITAL STRATEGIES Sponsored by Corrigan Consulting

Website Design: Lessons from Google and Amazon If nearly 80% of all hospital website traffic originates from Google condition, treatment, and physician searches, why aren’t more websites designed to reflect how patients search for care instead of how organizations are structured? Learn how to incorporate Google’s search and Amazon’s personalized content mapping strategies into your website using open-source platforms. Amber Welch Director, Digital Content Ochsner Health System (New Orleans, LA)

Shawn Gross Chief Digital Strategist, Healthcare Practice Lead White Rhino

An App for Employee EngagementCould an employee app be a magic bullet for improving employee engagement and shaping culture? Learn how to communicate more effectively with employees both inside and outside the hospital, including those at physician practices, rehab centers, and blood draw sites, via mobile apps. Explore the development process, from research to build to launch, including help-line development, metric scorecard, and user feedback. Jennifer Miele, MPS Vice President, Marketing & Communications Excela Health (Greensburg, PA)

Proving Impact in Physician Relations: How, When, and What To MeasureWith less money to go around, physician relations executives must be able to prove their impact. Learn how organizations are demonstrating results through regular tracking and reporting of measures that align with organizational goals. Examine:• Metrics and techniques for sharing

meaningful data, including key messagesleaders want to hear

• Concrete ROI models and successful revenue generating campaigns, with a focuson portfolio analysis and segmentation of physician customers

• How stories can be used to gain internalsupport and add validity to the field role

Alina JosephPhysician Liaison ManagerKettering Health Network (Dayton, OH)

Carol Koenecke-GrantVice President, Strategic ServicesValley Health System (Winchester, VA)

Lori McLellandCorporate Director of Market DevelopmentEmory Healthcare (Atlanta, GA)

Hotel Information

The official hotel for the Summit is the JW Marriott Austin, a 2016 Condé Nast Traveler Reader’s Choice Award Winner as a Top 50 Hotel in the World. Situated in the heart of the downtown area, this luxury hotel is within walking distance of enticing restaurants and bars, the Capitol, and exciting attractions.

To make a reservation, call the JW Marriott at 844-473-3959 and identify the meeting as the“Healthcare Marketing Summit” to get the specialrate of $249 single/double. The rate includesguest room Internet access as well as access to thefitness center. All reservations must be guaranteedwith a major credit card.

Be sure to make your reservations early! The room block will be released on Friday, April 14, 2017, but might be sold out before that date!

HALF DAY

Visit the Forum at www.healthcarestrategy.com to register online.

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Diamond SponsorsEvariant provides the leading healthcare CRM solution suite designed to help health systems transform the healthcare experience. Built in partnership with Salesforce®, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by industry-leading data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization.

Tea Leaves Health is focused on delivering business intelligence solutions for the healthcare industry. With enterprise software empowered by data, and decades of experience in healthcare business development and marketing, our team has unrivaled expertise in helping health systems prioritize efforts to maximize profits and experience service-line and strategic growth.

Platinum SponsorHealthgrades helps hospitals attract, convert and engage consumers in better health. Critical steps in the patient journey — choosing the right doctor, connecting with your system and referring specialists, and managing care between office visits — are all powered by the Healthgrades marketplace and marketing platform to amplify your brand and drive growth.

Gold SponsorAs an engagement services partner, Envera Health is committed to making every interaction count. Improving clinical & financial performance. Advancing consumer-driven care. Making healthcare better. Together with our provider partners, we create an ecosystem of connectivity to support today’s consumer demands and build relationships that last.

Silver SponsorsAccenture insight driven health is the foundation of more effective, efficient and affordable healthcare. Leading healthcare organizations choose Accenture for a wide range of health services that help them use knowledge in new ways. Our professionals combine experience, insights and technologies to deliver the power of insight driven health.

Marketware is the leading provider of outcomes in physician referral development, market insight, and patient acquisition strategies for healthcare facilities across the United States. Marketware’s premier Growth Suite is designed to empower business development, marketing and physician relations teams to grow, retain, and discover new volume opportunities across service lines.

Yext puts business on the map with the award-winning Location Cloud. We enable companies of all sizes to manage location data across their websites, mobile apps, internal systems, and the industry’s largest ecosystem of maps, apps, social networks, directories, and search engines including Google, Apple, Facebook, Bing, and Yahoo.

Co-Sponsors

Coffey Communications is a national leader in content, print, web, mobile and healthcare marketing for hospitals and

health plans. Trusted quality, proven expertise and superior service have defined our work since 1983. Coffey’s custom solutions help healthcare organizations engage their patients and members with credible healthcare information.

The team at Corrigan Consulting works with healthcare leaders to develop strategic, evidence-based marketing, business

development and consumer engagement strategies to drive growth, strengthen competitive performance and improve business outcomes.

Franklin Street is a health care branding and digital marketing consultancy. We build patient-centered brands®. In our

30-year history, we have built the brands of hundreds of health care providers around the country, leading our clients to preferred brand status and market share dominance.

Julia Balfour, LLC prides ourselves on being able to solve ALL your design, development and marketing needs. Big or small. Traditional or way outside the box.

A trusted healthcare industry expert since 1995, LionShare offers CRM/PRM, marketing automation and ROI analytics designed to

enhance outcomes, both within marketing and enterprise-wide. Building brand preference, utilization and loyalty, LionShare’s insight-driven strategies guarantee continual messaging streams, targeted to the right audiences at the right time, via the preferred channel.

Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence

consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale.

Wax delivers robust, multi-channel healthcare marketing strategies that are always fresh, injecting creativity back into an industry that hasn’t always been recognized for it. In fact, we’ve earned over 1,500 awards – including

#1 award-winning agency at the Healthcare Advertising Awards for two consecutive years.

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1 Registrant Information

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Please check if you plan to attend a special workshop. Your assistance in indicating which session you plan to attend will help us make appropriate room assignments. Note: Checking a box does not obligate you to attend the session.

Wednesday, May 10

Business, Brand & Marketing Strategies

Social Media Success

Physician Retention Strategies

6 Get This Form To Us

Mail registration form(s) with payment to:

Forum for Healthcare Strategists980 North Michigan AvenueSuite 1260Chicago, IL 60611

Fax registration form(s) with credit card information to: 312-440-9089

Register online at:www.healthcarestrategy.com

Healthcare Marketing & Physician Strategies Summit

5 Payment Information

2 Which Category Best Describes Your Organization?

3 Special Workshops

Questions? Call 866-440-9080, ext. 23

May 8 – 10, 2017JW MarriottAustin, TX

4 Registration Fees

Early rates are available if the registration form with full payment is received by Friday, March 10, 2017. Discounts for group registrations (2 or more) are available for provider organizations. Please contact the Forum directly. All registrations for attendees from the same organization seeking discounts must be submitted together.

Summit Rates Early Regular received by 3/10/17 received after 3/10/17

Current Forum Member $995 $1,095

Joining Member $1,220 $1,320 (Includes one-year Forum membership, $225 value)

Non-Member $1,250 $1,350 (Does not include membership)

Pre-Summit Strategy Sessions Fee includes continental breakfast and box lunch

Customer Experience $95 $125

Content Marketing $95 $125

Marketing ROI $95 $125

Rethinking Physician Relations $95 $125 Summit Playback (Audio Recordings & Slides)

$75 for Attendees

$195 Non-Attendees

Total Due $

Confirmation of Registration

All registrations will be confirmed within 10 business days of receipt of the registration form and payment. If you do not receive a confirmation, please call toll-free, 866-440-9080, ext. 23. Please do not mail or fax forms without payment.

Cancellation Policy

The Forum guarantees a refund, less a $200 administrative fee, if written notification is received on or before March 17, 2017. Verbal cancellations are not accepted. Cancellations received after March 17, 2017 are not eligible for a refund. You may always send a substitute.

980 North Michigan AvenueSuite 1260Chicago, IL 60611

Tel: 312-440-9080www.healthcarestrategy.com

May 8 - 10, 2017

jw marriott | austin, tx

A 3-Day National Summit on Market-Driven Healthcare Strategy

Featuring Presentations by Healthcare Innovators, Strategists & Marketing Masters

Early Registration Savings End March 10!